2016 Marketing Imperatives: Winning with People-Based Marketing

Original Presentation Date

May. 10, 2016

Key Takeaways

View the on-demand webinar to learn about the three imperatives for people-based marketing success:

  1. Imperative 1: Enablement
    • Leveraging the technology, data infrastructure, analytical approach, and integrated workflows needed to manage interactions and enable the customer experience.
  2. Imperative 2: Activation
    • Using data and insights to understand audiences, develop creative, and conduct media planning to deliver personalized, optimized experiences to each customer.
  3. Imperative 3: Transformation
    • Orchestrating a complex set of ecosystems, workflows, roadmaps, and corporate culture across the enterprise, to bring people-based marketing to life. 


Detailed Overview

Merkle recently launched the fifth installment of its Stevie® award-winning Marketing Imperatives series, "Winning with People-Based Marketing," which studies the requirements for marketers to adapt, thrive, and be competitive within an ever-changing marketing landscape.

The 2016 Marketing Imperatives explores the new generation of people-based marketing, in which digital techniques have finally caught up with the truly personalized addressability that made direct marketing so successful in the era of one-to-one marketing. The modern marketer must conquer people-based marketing in order to capitalize on the addressability enabled by the digital platforms.